Hi, I’m Brooke!
Your strategic marketing analytics partner, coach, dedicated data enthusiast, and proud mum of one sassy corgi and two human babes. Oh, and the founder of Penn & Lytics.
My mission
There’s nothing I love more than seeing small business owners have their ‘aha!’ moments through marketing data and insights. I started Penn & Lytics to share the possibilities and power of data-informed decision-making, helping you understand and empowering you to use this data to drive measurable growth for your business.
Our mission at Penn & Lytics is to educate, empower, and enhance your knowledge and skills to understand the incredible possibilities within your marketing data. As your analytics partner and token data nerd, self-declared sugar fiend, matcha-over-coffee kinda gal, I’m all about making your marketing efficient, effective, and enjoyable.
Think of me as an extension of your team, supporting you in building a sustainable, profitable, and valuable business that allows you to sit back and enjoy a matcha (or two).
Why Penn & Lytics?
Impact on small businesses
I’ve seen firsthand the incredible impact of marketing analytics on small businesses. Shifting business owners from the dreaded state of not knowing what’s working in their marketing, to knowing exactly what levers to pull to improve performance and achieve their goals. Giving busy business owners more time back to focus on their business (and life!).
Inspiration from my Corgi, Penny
As a result, this impact sparks joy, confidence, motivation, delivers incredible results and returns, and (let’s be honest), brings home all the good vibes we want to feel in our businesses. It’s why I named my business Penn & Lytics. Inspired by my love of Corgis, especially my fur baby Penelope (Penny), I wanted to inject the same contagious joy, energy and all-round ‘good vibes’ that these little loafs bring to the world, to the Penn & Lytics brand, and to the often overwhelming and unfamiliar world of data analytics.
I mean, who doesn’t want to experience the same confidence and joy that corgis so effortlessly exude? I want to make data relatable and fun, focusing on meaningful, actionable steps to improve your marketing efforts.
Get to know me
- Family is everything to me.
- I’m obsessed with my sassy Corgi, Penny.
- You can catch me singing along to either country or rap music. My wedding vows were a rendition of Eminem’s ‘Lose Yourself’. Calling it a ‘vibe’ would be an understatement.
- Sugar might just be my Achilles heel. Think chocolate lava cake oozing under a fresh dollop of cream. IYKYK!
- I’ll take matcha over coffee any day.
- Cooking isn’t my thing, but thankfully for you, data is!
My journey
Extensive corporate experience
Before starting Penn & Lytics, I spent over 12 years in various corporate roles, including marketer, marketing manager, business and digital analyst, and National E-Commerce & Analytics Manager for Australia’s largest automotive group. During my time as a marketer and marketing manager, I faced the same challenges you do today, overwhelmed by the sheer volume of data available, resulting in marketing analytics often sitting in the ‘too hard basket’. Not knowing where to start, with avoidance hitting hard, confusion about what metrics to look at, and the fear of making the wrong decisions, mixed with the fear of not measuring my data ‘correctly.’ These experiences, paired with my need to know what was working, not working, and in better taking control (yes, I’m a bit of a control freak!) of my marketing efforts and results, had my career goals and interests shifting into the analytics realm. Figuring out what actually worked became my mission and a huge part of my career journey. Plus, I’ve always loved data!
My passion for data
Over the last 8 years, I’ve experienced the huge impact data can have on businesses of all sizes. Data isn’t just numbers, it’s your key to unlocking your insights into customer behaviour, market trends, what’s working, efficiencies, the list goes on. By tapping into your data, you can all of a sudden make real-time informed decisions that drive growth and innovation.
Data isn’t just a tool, it makes change happen. Empowering your business to adapt, innovate, and thrive in increasingly competitive markets and landscapes.
My dedication to marketing analytics
It’s why I’ve spent the last 8 years of my career dedicated to honing my skills in marketing analytics. It’s why I’m so passionate about helping other small business owners navigate these exact challenges to better understand the possibilities their data holds and the powerful insights within.
Businesses that leverage customer data outperform competitors by up to
(McKinsey)
Did you know the business sector in Australia is dominated by SMEs (small and medium enterprises)?
Did you know the business sector in Australia is dominated by SMEs (small and medium enterprises). As small businesses, we make up 97.3% of all businesses in Australia (approx. 2.5 million), with a further 2.5% being medium businesses (64,559) (ABS, 2024) Add to this, a survey by Gartner (Gartner, 2022) reported that marketing analytics is responsible for informing only 53% of marketing decisions in businesses, while Mckinsey reported businesses that leverage customer data outperform competitors by up to 85%. There’s so much potential here for so much more impact to be had through data-informed decisions, not to mention so much opportunity to get a competitive edge on your competitors.
Client success stories
- • No more guesswork • No more confusion • No more overwhelm  
Ready to improve your return on marketing efforts?
No more guesswork. No more confusion. No more overwhelm. Just clear, actionable insights that move your business forward.
